How to Be Organized at Sales Conferences & Conventions

Attending a sales conference or convention can mean a huge boost to your business, but it can also be a decent investment. You need to get organized if you want to ensure your investment is worth it and to make the decision to attend more conferences in the future a no-brainer. Your organization before, during, and after a convention will make all the difference when it comes to the success of the event. Read on for our expert advice when it comes to generating the most success out of a sales conference or convention.

Plan, plan, plan! Before heading to a conference or sales convention, set clear goals for what you hope to accomplish. Decide what it is you hope to gain from the conference or convention, and decide what exactly you’re seeking (business/product exposure, partnerships, etc.). Be specific from the get-go and set a goal of how many of that gain (number of qualified leads, business cards/connections for potential partnerships, etc.) you hope to receive. You are more likely to accomplish the goal if you pre-determine a “mission accomplished” number.

Plan out your time at the event and choose sessions or classes that align with your specific goal. Pre-schedule meetings (if you are able) to meet with high-value vendors or prospects. But also be sure to give yourself some flexibility in between meetings for natural networking and breaks.

Prepare by ensuring you have all materials packed. Have all items, such as your business cards, company swag (branded items you can hand out), pens, banners/signage (if you have a booth), examples of products, promotional materials, etc., ordered and ready to go well in advance of your event. You want to pack any and all materials that can support your goals.

Also, ensure you have items such as nametags or name badges, convention-issued identification, tickets, and travel itinerary prepared and packed. If possible, arrive early! Plan to arrive at the event with ample time to set up your booth and/or walk around the floor/venue to familiarize yourself with the area and others who might be attending.

A primary benefit of attending conventions is making new contacts. So, in the chaos of the convention, it’s important you keep all the new contact information organized. Establish a process for collecting information – bring a scanner or use an application that enables you to enter client or vendor information, set up next steps, and enable reminders for yourself or your team right there on the spot. Using a CRM app is a great way to capture all information you collect, while also taking down notes from your interactions (quality of leads, details about them or their company, etc.). Stay organized by making sure to label any important contacts and set up follow-ups for when you return to your office or business.

Have a satchel with you to collect other people’s information and business cards. Know and memorize the details you want to share about your business as you network (talking points, product benefits, the importance of collaborating with you vs. a competitor, etc.). At the end of each day, sort the information you’ve collected, including contact information, notes, and all materials. If you do this as a “debrief” every night, not only will the interactions be fresher in your mind, but you’ll avoid overwhelm. If you wait until the final day of the convention or until after your return, you risk forgetting details or being overwhelmed by the abundance of materials.

Using your phone or tablet will minimize the number of items you must carry around with you, so it is better to go digital if possible. When entering information into your device, organize it by categorizing contacts as hot leads, warm leads, or cold/dead leads to save you time later. If you go digital, you will be able to capture images of other booths/products/business cards and take down notes easily while minimizing paper and physical clutter.

Going digital is also a smart choice because there are many apps on the market that will help keep you organized in real-time and offer great options for conventions and conferences. Our personal recommendations for apps that will prove helpful include:

• Google Calendar works great for scheduling purposes
• Trello, OneNote, or EverNote are perfect for real-time notetaking
• HubSpot or Salesforce is our favorite CRMs

You want to be sure to debrief and reflect on your own practices post-convention and also follow up with contacts in a timely manner to best maximize your success. Review your experience and decide what worked vs. what didn’t work. Determine which contacts were most valuable and which are worth following up with. Send thank you cards/emails 24-48 hours after the conference’s end and personalize your message based on the notes you took down when speaking with them. Connect with others that you met on LinkedIn, add their emails to your newsletter list, and/or create a drip campaign to market to them. Schedule regular follow-ups to stay in touch with any new contacts you made at the event.